Marketing Strategy of Hide Dinning Healthy Food Restaurant, Muang District, Khon Kaen Province

Abstract

This study aimed to study consumer behavior in choosing healthy food consumption and marketing mix factors in deciding to consume healthy food of consumers in Mueang Khon Kaen District, Khon Kaen Province, and to determine the marketing strategy of Hide Dinning healthy restaurant, Mueang Khon Kaen District, Khon Kaen Province. The study aims to develop marketing strategies for Hide Dining, a healthy food restaurant in Mueang Khon Kaen District, Khon Kaen, by analyzing PESTEL Analysis, Five Force Model, SWOT Analysis and STP Marketing.

The results found that: consumer behavior in choosing healthy food Most of them have eaten healthy food. Frequency of eating healthy food 1-2 times a week during 05.00-09.00 pm. Reason or purpose of choosing healthy food Mostly to take care of health, followed by to control weight. Expenses per meal per person was 100-200 baht. Channels that influence the perception of healthy restaurants were online media and friends/acquaintances recommending. Marketing mix factors in deciding to eat healthy food of consumers in Mueang Khon Kaen District, Khon Kaen Province had the highest importance to product, price, place, promotion, staff, process and physical evident. Then, general environment analysis, competitive pressure analysis, SWOT analysis and STP analysis were conducted to determine marketing strategies of healthy restaurants in Mueang Khon Kaen District, Khon Kaen Province, as follows: Strategy 1: Personalized Menu Strategy, and Strategy 2: Social Media and Content Marketing Strategy.